- Our client - a giant retail company with an extensive, global, network of stores - wanted to provide a winning experience and sought out to:
- Identify critical opportunities for improvement
- Collect consumers' first impressions and expectations of their mobile experience
- Map out user interactions and pathways through the app.
- Phase 5 conducted one-week semi-structured online diary and journal to capture how 20 Canadian participants are using the app. We collected their rituals, habits, real-life use-cases, emotions, like, dislikes and attitudes.
- We then delved deeper into specific usability issues through 12 in-person, observational, goal-based interviews using Phase 5’s UX Lab.